How AI wants dental care
Dental Care is decided on attraction: South Kensington Medical & Dental indexes 113 there against mydentist at 89, a 24-point spread. Bupa Dental Care holds the strongest overall profile at 105 — habit, not love. But the brand assistants name most often is mydentist, not the category's market leader: being desired and being named are not the same measurement. Across these 33 brands, attachment tracks being named most closely (rank correlation 0.77).
33 brands · 60 AI answers · 330 dimension scores · measured, never estimated
Dental Careupset
| # | Brand | Attraction | Affinity | Attachment | Desire shape | Named in |
|---|---|---|---|---|---|---|
| 1 | Bupa Dental Care | 102 | 105 | 112 | Habit, not love | 3% |
| 2 | Lumineux | 109 | 112 | 101 | Quietly trusted | 0% |
| 3 | Invisalign | 110 | 102 | 101 | Magnetic but unbought | 2% |
| 4 | The 24|7 Dentist | 102 | 98 | 106 | Habit, not love | 2% |
| 5 | Crest | 99 | 102 | 107 | Habit, not love | 2% |
| 6 | Opalescence | 99 | 102 | 105 | Habit, not love | 0% |
| 7 | portman dental care | 102 | 102 | 103 | Category default | 0% |
| 8 | Sensodyne | 99 | 104 | 106 | Habit, not love | 2% |
| 9 | South Kensington Medical & Dental | 113 | 105 | 98 | Magnetic but unbought | 0% |
| 10 | dental spa | 103 | 105 | 98 | Quietly trusted | 0% |
| 11 | Quip | 102 | 105 | 101 | Quietly trusted | 0% |
| 12 | Bamboo Dental | 99 | 102 | 98 | Category default | 0% |
| 13 | Colosseum Dental | 99 | 98 | 101 | Category default | 2% |
| 14 | Advance Dental Clinic | 99 | 98 | 98 | Category default | 0% |
| 15 | Appletree Dental | 99 | 98 | 98 | Category default | 0% |
| 16 | Bank Dental Practice | 99 | 98 | 98 | Category default | 0% |
| 17 | Bayswater Dental Clinic | 99 | 98 | 98 | Category default | 0% |
| 18 | City Dental | 99 | 98 | 98 | Category default | 0% |
| 19 | Confidental | 99 | 98 | 98 | Category default | 0% |
| 20 | Curo Dental | 99 | 98 | 98 | Category default | 0% |
| 21 | Damira Dental Studios | 99 | 98 | 98 | Category default | 0% |
| 22 | Dental Practice Group | 99 | 98 | 98 | Category default | 0% |
| 23 | Genix Healthcare | 99 | 98 | 98 | Category default | 0% |
| 24 | Hertford Dental Care | 99 | 98 | 98 | Category default | 0% |
| 25 | One Dental | 99 | 98 | 98 | Category default | 0% |
| 26 | Pearl Dental Clinic | 99 | 98 | 98 | Category default | 0% |
| 27 | Perfect Smile | 96 | 98 | 101 | Habit, not love | 0% |
| 28 | Rodericks Dental | 99 | 98 | 98 | Category default | 0% |
| 29 | smile clinic | 99 | 98 | 98 | Category default | 0% |
| 30 | Smile Essential | 99 | 98 | 98 | Category default | 0% |
| 31 | SpaDental | 99 | 98 | 98 | Category default | 0% |
| 32 | zenith dental | 99 | 98 | 98 | Category default | 0% |
| 33 | mydentist | 89 | 92 | 106 | Habit, not love | 5% |
Indexed against the dental care average of 33 brands (100 = the category), measured across 60 AI answers in the latest weekly run.
Driver by driver
Where the category actually separates. A wide spread means assistants describe these brands very differently on that driver; a narrow one means it is table stakes.
Attraction
The widest field of the three: this is where the category separates.
Affinity
Real separation, but not the category’s defining contest.
Attachment
The tightest of the three: most brands land close together here.
The shapes AI leaves these brands in
Three indices make a profile, and profiles fall into recognisable shapes. A brand that is magnetic but unbought has a different problem from a habit nobody loves — and a different thing to build next.
What assistants actually talk about
The sixteen dimensions underneath the drivers, scored 0–10 on how the answers describe each brand. Spread is the distance between the strongest and weakest brand: the widest are where a brand can still separate itself, the narrowest are the price of entry.
Where brands separate
| Dimension | Driver | Category avg | Strongest | Spread |
|---|---|---|---|---|
| Range & Availability | Attachment | 7.4 | Bupa Dental Care 9.0 | 3.0 |
| Differentiation vs Sameness | Attraction | 7.2 | Invisalign 8.0 | 2.0 |
| Innovation & Technology | Attraction | 7.1 | Invisalign 8.0 | 2.0 |
| Lifestyle Fit & Identity | Affinity | 7.2 | dental spa 8.0 | 2.0 |
| Style & Aesthetic | Attraction | 7.3 | dental spa 8.0 | 2.0 |
Where everyone reads alike
| Dimension | Driver | Category avg | Strongest | Spread |
|---|---|---|---|---|
| Delivery & Fulfilment | Attachment | 7.0 | Crest 7.0 | 0.0 |
| Leadership & Momentum | Attraction | 7.2 | Bupa Dental Care 8.0 | 1.0 |
| Boldness & Creativity | Attraction | 6.5 | Bamboo Dental 7.0 | 1.0 |
| Reliability & Consistency | Attachment | 7.2 | Bupa Dental Care 8.0 | 1.0 |
| Quality & Performance | Attraction | 7.3 | Bupa Dental Care 8.0 | 1.0 |
Does desire track being recommended?
Rank correlation between a brand's driver index and the share of answers naming it, across the 33 indexed brands in this category. A relationship inside one run's answers — descriptive, never causal, and easily moved by a single brand at this sample size.
Method & limitations
Every week, each category runs a fixed set of unbranded consumer prompts against ChatGPT, Claude and Gemini. A separate model reads the answers and scores every brand named in them across 16 perception dimensions, 0–10. Those dimensions are grouped into the three Drivers of Desire from the Havas Science of Desire framework, and each brand's driver score is indexed against the average of every scored brand in its category — 100 is the category, 115 is fifteen per cent above it.
This measures how AI assistants describe brands in their answers. It is not a survey of people, and it is not an endorsement: the scores are a reading of machine-generated text at the time of the run, and relationships between drivers and how often a brand is named are correlational. A brand needs at least six scored dimensions in a run to be indexed, and a category needs at least four such brands to get a board. See the full methodology.
Other categories
Where next
This edition measures what AI wants from these brands. These answer what comes next — which brands AI names, which websites feed those answers, and how any of it is counted.